The program
The adidas Football 360° Program
The 360° project supports street football players
from the capital [Berlin] both on and off the field.
The program aims to strengthen the football players’ values and to help them reach their full potential. Responsibility, determination, passion, and focus are attributes that every player needs. Five young mentors from similar backgrounds become role models for their mentees. The 20 talented youngsters are coached and advised regarding matters of sport, technique and tactics, but also about nutrition, health and sports psychology. The Boot Camp is overseen by German Soccer Association (DFB) coaches and experts and takes place at THE BASE in Berlin.
Hooked by UFA produced a video series comprising 12 episodes about the 360° program and accompanied the mentors and mentees on their journey. In combination with photos by André Josselin, the episodes have been played across platforms on Facebook, YouTube and Instagram and supplemented by an attention-grabbing “out-of-home” poster campaign all across Berlin.
The program aims to strengthen the football players’ values and to help them reach their full potential. Responsibility, determination, passion, and focus are attributes that every player needs. Five young mentors from similar backgrounds become role models for their mentees. The 20 talented youngsters are coached and advised regarding matters of sport, technique and tactics, but also about nutrition, health and sports psychology. The Boot Camp is overseen by German Soccer Association (DFB) coaches and experts and takes place at THE BASE in Berlin.
Hooked by UFA produced a video series comprising 12 episodes about the 360° program and accompanied the mentors and mentees on their journey. In combination with photos by André Josselin, the episodes have been played across platforms on Facebook, YouTube and Instagram and supplemented by an attention-grabbing “out-of-home” poster campaign all across Berlin.
The Mentors
The Mentors
Altogether, five mentors not only explain
tactics and technique to their mentees, but also advise them, among other
things, in psychological matters. They give nutritional tips to the
participants, are open to hearing about concerns, and try to convey values like
a sense of responsibility on and off the field.
NADERCredo: Fighting Spirit
Nader knows how to show his mentees the way,
because, among other things, he is familiar with their precise situation, has
lived it himself and has gathered his own experiences. He knows what it is like
to be written off and to still come back and to believe in oneself.
SHANECredo: Optimism
Shane would like to not only help his mentees
to progress on the football field, but also to be there for them off the field,
in their day-to-day life. Shane's most important quality is his tremendous
optimism, which he uses, in a playful way, to motivate and inspire his team.
NATHALIECredo: Fairness
“Opportunities and fair play are just the
result of hard work. You get nothing for free.”
This is precisely what Nathalie wants to communicate to her mentees.
This is precisely what Nathalie wants to communicate to her mentees.
CHRISCredo: Motivation
Chris is obsessed with tactics. He is
constantly thinking about how he can improve himself and how to best help his mentees.
He knows exactly what the 360° program has given him thus far and what the way
forward for his mentees to develop looks like.
KAGANCredo: Inner Strength
“It’s all about your attitude“ – with a
strong will you can achieve anything. This is what Kagan tries to communicate
to his mentees in every training session on and off the field.
The Boot Camp
The Boot Camp
In the Boot Camp at THE BASE in Berlin, 20 players
are trained by DFB-coaches and experts, as well as their mentors, in athletics,
technique, tactics, nutrition, health, sports psychology, and life skills.
Coaches and experts worked with their mentees for several days at THE BASE in Berlin and taught them some basic foundations: the kids were encouraged, but also challenged. The program even included a morning run through the still sleeping capital. Matthias Sammer was also personally present and worked with the participants on site.
After the Boot Camp, the work really started. THE JOURNEY began ...
Coaches and experts worked with their mentees for several days at THE BASE in Berlin and taught them some basic foundations: the kids were encouraged, but also challenged. The program even included a morning run through the still sleeping capital. Matthias Sammer was also personally present and worked with the participants on site.
After the Boot Camp, the work really started. THE JOURNEY began ...
The Journey
THE JOURNEYShane
Shane is proud of how much his boys have
worked on themselves in recent months. Besides football, there are many other
aspects of the lives of his mentees that are important to him.
THE JOURNEYKagan
Kagan is like a big brother to his boys. In
recent weeks they have come together as a team. And they did so, even though
Kagan expected one thing from them above all: discipline. But this discipline
has already paid off. Kagan is proud of each and every one of them.
THE JOURNEYNathalie
Nathalie was able to show her girls how to
master difficult situations with greater confidence. Both on and off the
football field.
THE JOURNEYChris
Chris is thrilled by how much his boys are
putting into the training. He does not think that they have reached the goal
yet, but that they are all on the right path. And they will continue on that
path together, of course.
THE JOURNEYHadiNader’s student
Nader established a brutal training program for his boys and taught them not to give up and to set their own goals. Hadi
too has always fought his way back. He
knows: Life is not always fair. But whatever comes one's way, the point is to
get back on one's feet and to continue.
“A young athlete will experience ups and downs. It’s important to stay focused and never lose sight of your dreams. The project should help to sharpen the senses — 360° puts the person first, which is awesome.”
Matthias Sammer
The Experts & Coaches
COACHES & EXPERTSMatthias Sammer
As, “mentor of the mentors” and
representative of the 360° program, Matthias Sammer decisively shaped its
philosophy and was responsible for the supervision of the individual mentors.
There are more than twelve thousand members of the adidas street football community in Germany. Many of them dream of becoming professional football players, but the access to important forms of support off the field is lacking. This is where 360° comes in. The program aims to develop young players both athletically and as human beings, as well as providing the tools for a professional, future-oriented way of life off the field. For European champion and former FC Bayern Athletic Director Matthias Sammer, who accompanied and advised the 360° participants for six weeks, the project was a labor of love.
There are more than twelve thousand members of the adidas street football community in Germany. Many of them dream of becoming professional football players, but the access to important forms of support off the field is lacking. This is where 360° comes in. The program aims to develop young players both athletically and as human beings, as well as providing the tools for a professional, future-oriented way of life off the field. For European champion and former FC Bayern Athletic Director Matthias Sammer, who accompanied and advised the 360° participants for six weeks, the project was a labor of love.
Caja Schöpf
Sports psychologist, responsible for the
“MIND” module.
She trained the mentors in dealing with pressure situations and how to best support their mentees in overcoming stress – far beyond just the football field.
She trained the mentors in dealing with pressure situations and how to best support their mentees in overcoming stress – far beyond just the football field.
Dr. Pouria Taheri
The specialist in sports medicine in the
360° program and responsible for dealing with typical football injuries in the
“BODY” module.
In addition, Dr. Taheri works as a doctor for the adidas running community. He grew up in [Berlin's] Neukölln [district] and he understands the language of the streets and of the current crop of talented youngsters from the neighborhoods.
In addition, Dr. Taheri works as a doctor for the adidas running community. He grew up in [Berlin's] Neukölln [district] and he understands the language of the streets and of the current crop of talented youngsters from the neighborhoods.
Jürgen Dluzniewski
As mental coach, he helped the mentors in defining
their tasks. In individual and group discussions, Jürgen addressed the
personalities of the mentors and crucially helped them to define and put into
practice their respective visions within the 360° program (“MIND” module).
Amandla e.V.: fair play coaching workshops
In various workshops, Amandla helped as an
organization to establish the topics of fair play and values in football in the
“CAREER” module. In the sensitive ecosystem of young, hungry football players, it
is especially important to make sure that one behaves appropriately, as certain
values are taught.
Prof. Dr. Peter Schruth
Professor of Social Law and former social
worker (later a lawyer) from [Berlin's] Kreuzberg [district], within the
“CAREER” module, he was, along with the mentors, responsible for teaching the
respective charges about managing their day-to-day lives. Topics like “Dealing
with Finances”, “Conflicts at Home” and even “Interaction with the Authorities”
were addressed.
Özgür Dogan
Biochemist and nutrition expert: Özgür has
set up a company dedicated to a healthy diet for athletes (PRIMALSTATE), and in
his scientific work, he deals with the topic of optimal nutrition, especially
in sports. Along with LABKITCHEN from the adidas-Runbase, he was responsible
for training the mentors and their charges in the area of “NUTRITION” as a
category in the “BODY” module.
EXOS and the adidas-Runbase
These two athletics platforms and adidas
strategic partners hosted the athletic training as a basic component of the
“BODY” module.
Gora Sen
Gora Sen was responsible for the football coaching. Gora is a DFB-scout and coach of the Berlin select team and works in
the area of training for coaches and mentors.
Malte Schruth adidas
Development and implementation of the 360°
concept.
The Campaign
The campaign
True to the motto “from the stadium to the
streets,” the out-of-home campaign was about presenting the mentors in their
local communities and bringing the 360° program directly into their
neighborhoods: “here to create.”
The photos by André Josselin were developed into posters and projections and exhibited all around the city.
The photos by André Josselin were developed into posters and projections and exhibited all around the city.
Out-of-home campaign all around Berlin
The campaignTHE LOCATIONS
GIANT BANNER
- Schlesisches Tor
- Kleistpark
TOWNFENCES / BANNER
- Maybachufer
- Berliner Straße
- Brückenstraße / Rungestraße
- Warschauer Straße
- Hohenstaufenstr.
- Gitschiner Straße
- Warschauer Brücke
HOARDINGS, WILDPOSTER & PROJECTIONS
at other locations.
- Schlesisches Tor
- Kleistpark
TOWNFENCES / BANNER
- Maybachufer
- Berliner Straße
- Brückenstraße / Rungestraße
- Warschauer Straße
- Hohenstaufenstr.
- Gitschiner Straße
- Warschauer Brücke
HOARDINGS, WILDPOSTER & PROJECTIONS
at other locations.
Photos
In the press
In the press
Credits & Partners
MENTORS
NADER EL-JINDAOUI
KAGAN YILDIRIM
NATHALIE KENNIN
SHANE KEIL
CHRISTOPHER BRAUER
MENTEES
PAUL WEGENER
LUCAS GURKLYS
ESRA HAILU
JOHANNES MANSKE
DOGUKAN SEN
MERIC BÖLÜKBASI
KUBILAY YILMAZ
HASAN GÜL
TYRONE WATSON
AHMAD ASAAD
RAHIM CEESAY
NICK KILIAN
LILLI GENTHE
ZOE-ZIN-ZU KAFFARNIK
CANAN ENGFER
MELISSA MOL
SALIH SAGIR
SHADI MOHAMAD
HADI EL-JINDAOUI
KHALED AKASCHA
COACHES & EXPERTS
MATTIAS SAMMER
CAJA SCHÖPF
DR. POURIA TAHERI
JÜRGEN DLUZNIEWSKI
AMANDLA E.V.
PROF. DR. PETER SCHRUTH
ÖZGÜR DOGAN
EXOS UND DIE ADIDAS RUNBASE
GORA SEN
ADIDAS
SR. MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SABINE DIETL
DIRECTOR KEY CITY ACTIVATION
WENDELIN HÜBNER
PROJECT MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SASCHA TRÖGER
360° PROJECT LEAD
MALTE SCHRUTH
PROJECT ASSISTENT
TOLGA HERDEM
JOHANNES KREMSER
PROJECT MANAGER/CONTENT BY JUNG VON MATT/SPORTS
FRANZ SCHÄFER
HOOKED by UFA
EXECUTIVE PRODUCER
DANIEL BRÜCKNER
CO-PRODUCER
BARBARA BANSE
PRODUCTION MANAGER
LESKA BARTMANN
UNIT MANAGER
ALPAY ALGÜR
ART DEPARTMENT
ANSGAR KOENIG
HEAD OF UFA LAB
TOBIAS SCHIWEK
CREW
DIRECTOR
HENNING SCHULZE
2ND CAMERA
FREDERIC DETJENS
MOTION EDITOR
PAVEL FRIELINGSDORF
SOUND
LUKAS LÜCKE
CHRIS MARQUADT
KAI UNGER
PHOTOGRAPHER
ANDRÉ JOSSELIN
LOCATION MANAGER ‚BOOT CAMP‘ | SET AL ‚BOOTCAMP‘
JOHANNA WITTIG
DRONE OPERATOR
TORSTEN SCHWARZ
NADER EL-JINDAOUI
KAGAN YILDIRIM
NATHALIE KENNIN
SHANE KEIL
CHRISTOPHER BRAUER
MENTEES
PAUL WEGENER
LUCAS GURKLYS
ESRA HAILU
JOHANNES MANSKE
DOGUKAN SEN
MERIC BÖLÜKBASI
KUBILAY YILMAZ
HASAN GÜL
TYRONE WATSON
AHMAD ASAAD
RAHIM CEESAY
NICK KILIAN
LILLI GENTHE
ZOE-ZIN-ZU KAFFARNIK
CANAN ENGFER
MELISSA MOL
SALIH SAGIR
SHADI MOHAMAD
HADI EL-JINDAOUI
KHALED AKASCHA
COACHES & EXPERTS
MATTIAS SAMMER
CAJA SCHÖPF
DR. POURIA TAHERI
JÜRGEN DLUZNIEWSKI
AMANDLA E.V.
PROF. DR. PETER SCHRUTH
ÖZGÜR DOGAN
EXOS UND DIE ADIDAS RUNBASE
GORA SEN
ADIDAS
SR. MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SABINE DIETL
DIRECTOR KEY CITY ACTIVATION
WENDELIN HÜBNER
PROJECT MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SASCHA TRÖGER
360° PROJECT LEAD
MALTE SCHRUTH
PROJECT ASSISTENT
TOLGA HERDEM
JOHANNES KREMSER
PROJECT MANAGER/CONTENT BY JUNG VON MATT/SPORTS
FRANZ SCHÄFER
HOOKED by UFA
EXECUTIVE PRODUCER
DANIEL BRÜCKNER
CO-PRODUCER
BARBARA BANSE
PRODUCTION MANAGER
LESKA BARTMANN
UNIT MANAGER
ALPAY ALGÜR
ART DEPARTMENT
ANSGAR KOENIG
HEAD OF UFA LAB
TOBIAS SCHIWEK
CREW
DIRECTOR
HENNING SCHULZE
2ND CAMERA
FREDERIC DETJENS
MOTION EDITOR
PAVEL FRIELINGSDORF
SOUND
LUKAS LÜCKE
CHRIS MARQUADT
KAI UNGER
PHOTOGRAPHER
ANDRÉ JOSSELIN
LOCATION MANAGER ‚BOOT CAMP‘ | SET AL ‚BOOTCAMP‘
JOHANNA WITTIG
DRONE OPERATOR
TORSTEN SCHWARZ
Scroll down to continue
Swipe to continue
Swipe to continue
The adidas Football 360° Program
The Mentors
NADER
SHANE
NATHALIE
CHRIS
KAGAN
The Boot Camp
Shane
Kagan
Nathalie
Chris
Hadi
Matthias Sammer
Caja Schöpf
Dr. Pouria Taheri
Jürgen Dluzniewski
Amandla e.V.: fair play coaching workshops
Prof. Dr. Peter Schruth
Özgür Dogan
EXOS and the adidas-Runbase
Gora Sen
Malte Schruth
The campaign
Out-of-home campaign all around Berlin
The campaign
Photos
In the press
In the press
In the press
Credits & Partners
The adidas Football 360° Program
The Mentors
NADER
SHANE
NATHALIE
CHRIS
KAGAN
The Boot Camp
Shane
Kagan
Nathalie
Chris
Hadi
Matthias Sammer
Caja Schöpf
Dr. Pouria Taheri
Jürgen Dluzniewski
Amandla e.V.: fair play coaching workshops
Prof. Dr. Peter Schruth
Özgür Dogan
EXOS and the adidas-Runbase
Gora Sen
Malte Schruth
The campaign
Out-of-home campaign all around Berlin
The campaign
Photos
In the press
In the press
In the press
Credits & Partners
